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Latin America - Exporting in the digital age: Helping UK companies to succeed globallyCharlie Ruigrok – Digital Trade Adviser
The e-Exporting Programme
To encourage and empower companies to expand international online sales.
•Own Website •B2C e-marketplaces. Newegg, Xiu.com, LASO, Tmall (Global), Vip.com, Mercado Libre, Spree, La Redoute, Amazon Japan and more.•Flash/Private sale sites•B2B e-marketplaces and brand awareness
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Meet your Customers Online
The world is shrinking by the day – borders are no longer a hindrance to shopping – smart phones are the great enabler
Online cross-border trade is passed a tipping point – it is a natural part of consumer buying
Be visibleBuild Trust Deliver great individual customer service Have a great product or service
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Identify Opportunities
Research & Country profiling to look at the digital landscape and specific Markets.
Other free to use tools:•Google Trends•Google Consumer barometer •Google Keyword Planner•Google Analytics•PayPal Passport – Country profiles tool•Santander Trade portal – Country profiles repots and analysis
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Meet your Customers Online5
Source: IMF WEO 10/15
Meet your Customers Online6
Source: Internet World Stats www.internetworldstats.com
Latin America has 345 Million Internet Users
Meet your Customers Online8
Source: eMarketer & allpago research
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Source: Com8core Media Metrix June 2014
Internationalising your site
•Domain Structure .br or com/br??•Using the local language (all content needs to be professionally translated) including content and the HTML tags / meta data •Using metric measurements relevant to that country •Including currency converters or pricing in local currencies•Providing information on duties and taxes in each markets •Making sure your contact form can accept special characters and that it is suitable for your target country •Multiple sitemaps for each country to submit to search engines •What is the country split of mobile and desktop, is the site optimised for this?•Adding country codes to phone numbers on the website •You need to check your payment gateway accepts all international transactions as well as investigating if credit card
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Traffic drivers: Google Shopping Ads (PLA)
USUKAustraliaGermanyFranceJapanItalyNetherlandsBrazilSpainSwitzerlandCzech Republic
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AustriaBelgiumCanadaDenmarkIndiaMexicoNorwayPolandRussiaSwedenTurkey
Are Emarketplaces right for you?12
• Access to customers in a trusted environment
• You keep control of the brand • Fully integrated IT and stock control • You keep control of pricing • Full retail price less listing and
transaction fees• Excellent way to test the local demand
for your products• Build valuable research into customer
behaviour• Counter seasonal in antipodean markets
Mercardo Libre In Numbers13
• 144.6 Million registered users• 7.0 Million vendors• 20.0 Million buyers• 2000 Searches per second • 2.5 purchases per second• 80% of sales = new products In 2015
US$ 7.2 Billion in sales128 million articles soldUS$ 5.2 billion collected via Mercado Pago
Mercardo Libre In Numbers14
12 Countries• 91 % of Latams Population• 96% of Latams Wealth
AR+BR+MX• 69% of MELIs Population• 72% of MELIs Wealth
Access to Mercado Libre15
How does it work?16
•E-tailer in UK•Provides Mercado Libre catalogue of products
•Including photos•Product description•Customs information•FOB UK Price
•Through an API integrate stock system with MeLi’s
•Mercado Libre•Receives information and converts it to content for its 12 sites•Results in:
•detailed listing in each country’s language •(and variations of language)
•Different prices to reflect costs to import into that country•In each country’s currency•With each country’s financing options
•Local credit cards, installments, etc.
Language - Does not computeYou might have trouble choosing out of these cute personality styled One Direction band members - Harry, Niall, Louis, Liam and Zayn each come with their own personally styled fashion outfits. Perfect for all fans of 1D! Collect all 5 members of the band. 1 doll supplied.=你可能有麻烦选择这些可爱的个性风格的单向乐队成员 - 哈利，尼尔，路易斯，利亚姆和 Zayn 都配有自己的风格的个人时尚服装。完美的一维的所有球迷！ 收集带的所有 5 名成员。 1 娃娃供应。=You may have trouble selecting these personality style one-way band members - Harry , Neil , Louis, Liam and Zayn are equipped with their own fashion personal style . Perfect for all fans of one-dimensional ! Collect all five members of the band . 1 baby supplies.
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Localised
One of the great advantages of using an e-marketplace is that it is truly local. The marketplace will offer local currencies, local payment methods, suitable delivery methods for that country and will comply with all the local terms and conditions. Many have their own payment methods such as PayPal (eBay), Alipay (Alibaba, Tmall, Taobao) and MercadoPago (Mercado Libre).To appeal to local customers and to be found in local search engines you will have to have local language product listings – most e-marketplaces insist on this and will help You may need to select your products to appeal to local cultures and local tastes, including updating the messages, the copywriting and the images. International customers are more likely to buy from you if you do this
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How does it work When Someone Buys?19
•E-tailer in UK1) Customer buys a product from his country’s Meli page.2) That triggers a request from the stock of the British e-tailer3) E-tailer ships product to:
a) Directly to customerb) Pentagon warehousec) Meli warehouse in the UK
•Mercado Libre1)Relabels product according to destination country’s language and customs requirements2)Consolidates each parcel in pallets for air freight to each country’s hub3)Clears customs in each country paying duties4)Deconsolidates cargo and ships to final address5)Collects money6)Transfers money to UK e-tailer
How does it work When Someone Buys?20
Timings:•Three weeks for delivery anywhere in Latin America•Six weeks for collection
Options•Partial listings
•only in certain countries or •different products for different countries
•Official shop for a given brand
Costs:•6 month waiver•10-12% of sales price
Bans:•Products that require country approvals
•(cosmetics, food products, etc.)
The Maths =??21
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Other Routes To Consider
Linio covers all of Spanish speaking S.America and are going to be pushing the cross border element of their marketplace in Q1 2016 but are keen to hear from prospective UK merchants in the meantime – follow link
Amazon has a dedicated Amazon.mx (Mexico) Which Accounts for about 14% of visits from online shoppers (MiLI 31%)49% Brazilian e-consumers have shopped from international sites of those 25% frequently visit Amazon.com*
For Alibaba.com B2B global selling platform and launched in Latin America and appears in the top 10 selling websites for the countries in the region - [email protected]
Source: *comScore, 2015, **eBit Relatorio webshoppers 2014
In Brazil ebay is the second largest international website with about 27%** of unique monthly visitors and 13% in Mexico.
Questions?23
